Sales transactions on mobile devices may grow by 20% by 2015: TCS report

NEW DELHI: Consumer sales transactions completed on mobile devices is expected to grow by 20 per cent between 2012 and 2015 in India, says a report.

Customer services and mobile-specific market campaigns are also expected to experience substantial growth as a percentage of overall consumer interactions -- growing 24 per cent and 23 per cent, respectively, between 2012 and 2015, according to a research commissioned by country's largest software services firm Tata Consultancy Services.

The 'New Digital Mobile Consumer report' highlights the criticality of developing a corporate strategy for interactions conducted with consumers specifically through mobile devices, TCS said in a statement.

Companies reporting the greatest success with digital mobile consumers are those that are quickest to adapt to new platforms like tablet PCs.

Globally, the leading companies have an average of 25 per cent of their mobile apps designed specifically for tablets. In contrast, the companies with the least success have just 17 per cent, the report said.

Rapid adoption of multiple mobile devices by both consumers and employees, however, is demanding that mobile strategies evolve further still, it said.

"Consumer facing businesses need to develop strong, well-executed digital mobile consumer strategies in order to capitalise on the tremendous sales, marketing, and service opportunities that are now unfolding via the mobile devices of consumers," TCS Global Head (Mobility) Satya Ramaswamy said.

Smartphones are becoming the preferred computing devices for consumers while they are out-and-about, whereas tablets are taking an increasingly central role for these consumers while they are within their homes, he added.

"As a result, these mobile devices are transforming customer experiences into anytime-anywhere contextual interactions, and are becoming the new battlegrounds for attracting and retaining profitable consumer segments," Ramaswamy said.